Crown Royal
To put together an integrated creative idea that showed how Crown Royal 18 honors the time it takes to reveal the extra rare expression that comes from within urban communities – just like that of a unique blend of whiskies; proving Chopped & Screwed and Crown 18 are a masterclass in blending.
This campaign celebrated the extra rare gems within the Houston community –breaking the rules of traditional luxury and leaning into the vibrant, neo-luxe world of Crown Royal 18 Year Old. Held on DJ Screw Day (June 27th), the Chopstars founder, OG Ron C joined forces with Dr. Anne Lundy & the Scott Joplin Orchestra for a Chopped & Screwed opera and tasting event. The music was then shared on Spotify with each listen and download spurring donations to the Community Music Center of Houston.
A once in a lifetime event that truly captured the extra rare essence of Chopped & Screwed and the craftsmanship of Crown Royal 18. Organic Social Results: All pre-event Instagram Reels averaged 21k views (higher than estimated 12k views based on CR Reels 6 month rolling benchmark) PR Results: 15 EARNED PLACEMENTS (KPI Hit), 229M+ IMPRESSIONS EARNED (+358% KPIs), 376 PRESS RELEASE PLACEMENTS (+84% KPIs) Funds raised: $25,000
Client
Diageo
Brand
Crown Royal
Agency
Taylor Strategy, VaynerMedia, BrandNew, PHD
Production Company
BOLT
Director
Nate Simmons
Creative Director
Felton Brown, Juan Pablo Dominuez
Services
Creative, Production, Post
Full Credits
Agency
Agency: Taylor Strategy
Group Creative Director: Nicky Lorenzo
Creative Director: Felton Brown
Creative: Juan Dominguez
Producer: Alex Glasgall
Producer: Tania Pirozzi
Accounts: Naomi Ballah
Accounts: Brianna Cameron
Accounts: Amanda Haynes
Strategy Director: Ben Russell
Jr. Writer: Jessica Board
Agency: PHD Media
Group Director: Alexa Hobbs
Associate Director: Keri O’Brian
Associate Director: Nasifeh Ahmad
Strategist: Anna Reichenbach
Strategist: Joey Barnes
Client Business Lead: Emma Rogers
Agency: VaynerMedia
Accounts: Katie Beattie
Accounts: Angelina Ferrara
Accounts: Kelley Margaux
Agency: Brand New
Alyssa Convertini
Delaney Goodman
Kellie Pean
Thomas Francisco
Agency: Starpower
Adam Cohen
Nikki Cruz
Ryan Orlovsky
Stephanie Levine
Julio Melgar
PRODUCTION
Production Company: Bolt Tv
Executive Producer/Director: Nate Simmons
Producer: Nick Simmons
1st AD: Abbas Padilla
2st AD: Cris Rodriguez
Production Manager: Stevie Downer
Production Coordinator: Jordan Schmalzried
Director of Photography: Hiram Borges-Barrios
Steadicam: Andrew McMillian
1st AC: Luis Barbosa
1st AC: Frank Dylan
1st AC: Vincent Barrios
2nd AC: Dash Kinnard
BTS: Tim Daniels
Photographer: Sarah Garza
Photographer: Marie Lombardo
Photographer: Maxwell Swift
Gaffer: Nate Thomas
Gaffer: Duncan Johnson
Best Electric: Chris Nadji
Swing: Michael Winlan
Key Grip: David Zenteno
Best Grip: Mike May
Driver: Luke Gonzalez
Sound Mixer: Wes Reis
HMU: Lia Natasha
Security: Reggie
PA: Kendall White
PA: Lesha Kelly
PA: Mahsa Kardani
Editorial
Editor: Colton Galtin
Colorist: Cameron Marygold
Sound Designer: Alden Lewis